Jupiter: Email marketing spend to increase 75%

Email may not be a huge buzzword any longer, what with social networks, user-generated content and online video. But that doesn't mean email is dead. According to a recent Jupiter Research report email marketing is set to grow 75% by 2012, to reach $2.1 billion.

"E-mail service providers have done a solid job of standardizing feedback loops with Internet service providers and are continuing to make needed improvements in e-mail delivery," said David Daniels, Vice President and Research Director at JupiterResearch. "This will create better opportunities for e-mail marketing, although marketers will have to work harder to remain relevant in their communications with their intended audiences.

This forecasted increase is a testament to the changes email marketers have made in the past few months. More email marketers are keeping better tabs on responding and unresponding email accounts, they are keeping their unsubscription lists clean and are contacting users with a welcome-type message before any marketing emails are sent.

By keeping up better communication skills, marketers are creating a relationship with consumers, who are looking forward to learning about special offers, sales and discounts.
While marketers are sending out more email communications, so will spammers. Spam messages are expected to increase, however, the number of spam messages actually reaching consumer inboxes will not increase.

Its interesting to see that targeted email is not only very successful, but growing in spite of the fact that the overall amount of spam is growing as well! I think people are more savvy now as well. They are less inclined to give out their email address unless they really want the information. It will be interesting to see how the industry looks a few years down the road!